Client in need of Spanish Usability Testing
November 9th, 2005
We have a client (a major US travel-services brand) that is looking for some help with conducting Spanish language usability tests. They would like the tests to be in the US with Spanish speaking participants (where Spanish is their first language and they likely speak it at home).
If you know of a lab, facilitator, and/or recruitment service that can help them, please leave a comment.
November 13th, 2005 at 8:16 am
Hi Jared,
I am in the language industry and was just at the UI 10 conference. I work with Spanish speaking clientele and vendors on a regular basis. I am curious if there is a way that I can help with the recruiting or the facilitating part of the Spanish usability study?
Huiping
November 13th, 2005 at 5:28 pm
Huiping,
The client is watching the thread, so they’ll contact you if they think you can help.
In the meantime, I think there’s a great opportunity for someone to build a nice consulting business. Spanish-speaking and Hispanic design and marketing is a growing market.
November 13th, 2005 at 7:00 pm
Jared,
I have had a burning question in my head since I got back from Boston. I heard a lot about persona research (soccer mom Sally etc.). What happens when the site is translated into Spanish? I think that is what most companies do when they localize their site (instead of developing content from scratch).
What happens to the persona? What if the Spanish equivalent of Soccer mom Sally doesn’t exist (due to income, education level differences)? What kind of considerations go into ensuring the Spanish site is usable (the conent is for the right persona)?
I am typing this message from a hotel room in Seattle (the American Translators Association conference). Here I went to a presentation about developing research instrument for Spanish speaking clients. One example was on the agreement (waiver/non-discolure etc.) used for clinical studies. Many Spanish participants would sign up then decline after reading the translated version of the agreement.
The reason these participants decline is the register/tone of the agreement is totally not suitable for the typical clinical study participant (maybe the English was).
This sort of ties back to the question I raised earlier about persona. Do you have an insight on this?
Huiping
November 13th, 2005 at 10:23 pm
I have wondered the same thing.
I think, ideally, you’d develop a different personas for the different audience members. But, I don’t think that is what a lot of organizations are doing at this point.
From what I understand, IBM develops each of its international sites separately. Whether they are using separate personas, I can’t say, but I wouldn’t be surprised.
But that’s different from developing a version of your site for Americans who are primarily Spanish speaking. (Or Korean, Chinese, or Portuguese.)
I think this is territory that most organizations haven’t really thought about in depth.
November 15th, 2005 at 10:02 am
Jared
I agree with you. As a US resident with Hispanic background I have witnessed first hand the growth of the Spanish speaking population and how it has become a growing market in the US.
Organizations would be missing a great business opportunity if they don’t pay attention and aim their products and services to this segment of the population.
And it wouldn’t be as simple as using a translation software to convert the language in their sites. As with any culture in the world, Hispanic and Latino culture is so diverse among countries that those who are able to capture these (subtle and no so subtle) differences will be the ones who succeed.
November 15th, 2005 at 12:24 pm
Jared,
You said there is an opportunity to build a consulting business on Hispanic marketing and design. Can you be more specific?
It seems the English world of web development is maturing at a rapid pace. Just listen to Gerry McGovern, the Eisenberg brothers and yourself. Organizations have developed very good processes and awareness to really be customer centric on the web.
But I find the same is not true when it comes to developing web sites for international markets. It seems like organizations are more concerned about just having some content in other languages. They spend a chunk of money on translation and then just leave the content there to rot for the most part.
I am working on a white paper on how to incorporate usability and content strategies found in the English web community and apply it to the global web. Do you think it is a topic that people are interested in reading?
Huiping
November 25th, 2005 at 11:41 am
Jared,
My natural language is the Spanish (I am from Argentina) and like me to collaborate with you.
I have one long experience in usability tests, it is my work… I have a consultant of IT and usability in Buenos Aires
Esteban
November 29th, 2005 at 10:34 am
Hi Jared,
If you’re still looking for help on this, let me know. I’m fluent in Spanish and have done a range of usability testing.
Judith
November 29th, 2005 at 11:02 am
Our client is looking for a person or organization that has experience in all aspects of conducting tests in the Spanish-American community — recruiting participants, designing and facilitating the tests, and analyzing the results.
You can contact me if you are experienced in these areas and want me to pass your information over to the client.
November 29th, 2005 at 7:12 pm
Hello jared,
My name is Carole, and I plan usability research recruiting and development for various companies in the US and Europe. I speak fluently French, Spanish, and English and I would like to make my services available to your client. If interested to communicate with me, please contact me at clibizan@comcast.net
March 20th, 2006 at 4:54 pm
I would recommend Captura Group. They are excellent. They have vast experience conducting usability testing with Spanish speakers in the U.S. (www.capturagroup.com)